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Step 2: Set a baseline of data to get started 1. Determine: What are the core stats today? What goals would you like to achieve for your project through increasing reach and visibility? What will success look like— and how will you measure it?7 knightdigitalmediacenter.org

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Step 3, set your baseline with data. Look at: • Key Google Analytics data, including number of pages viewed, unique visitors and time spent on site and top referring sites for your project • Key Facebook data, including number of followers, number of people talking, and most viral posts for your project’s Facebook page Make a list of data reflecting where you are today—and then list out where you’d like to see growth8 knightdigitalmediacenter.org

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Use keywords in your headlines & content Integrate keywords into your text to be more discoverable—by robots 1. Know the “best” keywords to drive traffic to your site and use them 2. Need help? Use Google AdWords to check popularity of possible keywords to use in text: see http://bit.ly/YnrhYz Keywords for The Lens, NOLA, 2013 Check keyword searches in Google Analytics under Traffic Sources Overview to see what previous queries have been.13

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Use your keywords in your headlines—repeatedly.. Readers know Berkeleyside is in Berkeley, CA—but robots need to be toldExamples: Berkeleyside.com

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Good use of SEO results in high search rankings & morediscoverability Repetition of location increases SEO

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The next frontier is viral sharing—getting people to click and pass on what they like. Here are some tips on how to do that…22 knightdigitalmediacenter.org

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Use social media platforms to increase users, drive interaction & engagement And reach more diverse audiences Think about VIRAL SHARING as a new goal Are you using share buttons on your site? Do you encourage sharing interactions?23 knightdigitalmediacenter.org

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And don’t forget the power of the hashtag Remember the 2012 Olympics & the #NBCFail hashtag? Thousands of people used the tag. At the 2013 Oscars, #hathawaynipples went viral due to a Prada dress Create hashtags for your events, coverage and issues --and see if they catch on28

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4. Using metrics data Do you know the value of a visit? Google Analytics & Facebook Insights help you see what’s Working—and what’s not29

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What is a visitor worth? What strategies deliver? Making good use of metrics means putting data points together and making inferences: Top referrals + time spend on site from each referral source=quality of user/ attention Demographic location data on GA + demographic location data from FB=reasonable scan of where your audience is located, gender, age Top quality referrers for Oakland Local: sfgate.com blog & Google Search30

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Analyze the data to focus in on best efforts Use Google Analytics traffic data to track and report on third-party referrals—Find the referring sources with the most interested users (look at time spent metrics). Use Google Analytics in combination with Facebook data to track Facebook post virality and sharing, as well as Facebook site referrals Use Facebook data to understand most viral posts and fine- tune caption and headline writing31 knightdigitalmediacenter.org

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What the plan looks like Start: Finish – Understand where you – Measure results are – Assess costs/value – Decide where to grow – Fine-tune – Develop a strategy – Repeat – Execute Pick 1-2 areas to address at a time and make sure you are able to track results and assess value32